From Imola to the top

Stefano Domenicali, CEO of Formula 1, fell in love with racing as a child at the track in his hometown of Imola, Italy. Liberty Media acquired F1 nearly a decade ago.

Entertainment to reach new fans

Domenicali turned F1 into Formula 1: Drive to Survive, a reality show on Netflix. He also welcomed Apple as a broadcast partner and worked on an F1 movie starring Brad Pitt.

Targeting kids through Disney and Lego

Domenicali is moving into the kids' world with relationships with Disney and Lego to diversify F1's audience and capture younger viewers as fans of the sport.

“We move in the kids' world with relationships with Disney, with Lego”

America's huge growth potential

The American market has special meaning for F1 because the potential for growth is huge. When Americans engage with the sport, they breathe it every moment from waking to sleep.

“When the Americans are engaged with the sport, you start this engagement from the moment you wake up to the moment you go to bed.”

Rwanda could host African race

Domenicali said Rwanda is the only country that has presented a serious plan for hosting an F1 race. He expects this to happen much earlier than the end of the decade.

“Pragmatically, the only country that's presented to us a serious plan is Rwanda.”

Domenicali's 2029 contract and beyond

Domenicali is contracted through 2029 and says he will consider the quality of his personal time then. He travels every day in the job and wants better balance with family and friends.

“In 2029, for sure, one thing that I want to consider is the quality of my personal time.”